The advert's conversation between the boy and his mother begins with him wondering what he had in common with his father. He is then shown sitting in a McDonald's restaurants with his mother, where she reveals that they shared a love of the same burger, a Filet-o-Fish, with the mother saying: "That was your dad's favourite too."

The ad has received criticism on social media, and bereavement charity Grief Encounter said it had received "countless calls" from parents of bereaved children saying it had caused them upset.

The campaign, from London-based advertising agency Leo Burnett, had been scheduled to run for seven weeks.

Dr Shelley Gilbert, founder and president of the charity, said: "McDonald's have attempted to speak to their audience via an emotionally driven TV campaign.

"However, what they have done is exploit childhood bereavement as a way to connect with young people and surviving parents alike, unsuccessfully.

"We fully support children and surviving parents remembering loved ones with memory boxes, family experiences which remind them of happier times and openly talking about the member of the family that has died.

"But trying to insinuate that a brand can cure all ills with one meal is insensitive and shouldn't be a way to show that a brand recognises 'the big moments in life'."

The Advertising Standards Authority (ASA) said it had received around 100 complaints regarding the advert as of Monday from viewers objecting it was inappropriate and insensitive to use bereavement and grief to sell fast good, with some referencing the proximity to Father's Day.

A spokeswoman said: "We're carefully assessing the complaints, but no decision has been reached on whether there are grounds to launch an investigation."

One in 29 children in the UK is bereaved of a parent or sibling by the age of 16, according to Grief Encounter, which offers support to bereaved children and their families.